Technical Strategist Pete Amundson helps marketers get started with their ABM (account-based marketing) strategies by describing technology fundamentals and best practices for reaching a firm’s most important audiences.

1. Experience Lab 2017 | 11.08 – 11.10 2017
BY DESIGN
Building an Account-Based
Marketing Technology Strategy

2. Experience Lab 2017 | 11.08 – 11.10 2017
Pete Amundson
@peteamundson

3. Experience Lab 2017 | 11.08 – 11.10 2017
Account-based marketing is an approach that is leveraged by
B2B organizations to target users based on their companies.
This targeting approach blends marketing and business
development concentrations with technology to identify
contacts and leverage institutional knowledge in order to
further enhance sales engagements.

4. Experience Lab 2017 | 11.08 – 11.10 2017
D
Setting Up for Account-Based Marketing

5. Experience Lab 2017 | 11.08 – 11.10 2017
Account-based marketing is not designed to handle 100%
of your users. It is not designed to focus on 10% of your users.
It is designed for the 0.01% of users that are actively
interested in building a relationship with your firm.
Rule #1

6. Experience Lab 2017 | 11.08 – 11.10 2017
Setting Up for Account-Based Marketing
Understand what is important for your clients or prospects.
Select accounts to target.
Assemble your internal stakeholders and gather intelligence on
content.
Determine approach for identifying.
Build content and experiences.

7. Experience Lab 2017 | 11.08 – 11.10 2017
Setting Up for Account-Based Marketing
Understand what is important for your clients or prospects.
Select accounts to target.
Assemble your internal stakeholders and gather intelligence on
content.
Determine approach for identifying.
Build content and experiences.

8. Experience Lab 2017 | 11.08 – 11.10 2017
Setting Up for Account-Based Marketing
Understand what is important to your clients and prospects.
Clients and Prospects are looking for how you answer these types of questions:

9. Experience Lab 2017 | 11.08 – 11.10 2017
Setting Up for Account-Based Marketing
Understand what is important to your clients and prospects.
Clients and Prospects are looking for how you answer these types of questions:
“Can you solve my problem?”

10. Experience Lab 2017 | 11.08 – 11.10 2017
Setting Up for Account-Based Marketing
Understand what is important to your clients and prospects.
Clients and Prospects are looking for how you answer these types of questions:
“Can you solve my problem?”
“How are you going to work with me?”

11. Experience Lab 2017 | 11.08 – 11.10 2017
Setting Up for Account-Based Marketing
Understand what is important to your clients and prospects.
Clients and Prospects are looking for how you answer these types of questions:
“Can you solve my problem?”
“How are you going to work with me?”
“Do you understand my company and objectives?”

12. Experience Lab 2017 | 11.08 – 11.10 2017
Setting Up for Account-Based Marketing
Understand what is important to your clients and prospects.
Base on our Loyalty Survey, your clients and prospects want:
! Intelligence that addresses information on issues that the client faces:
! Topical Thought Leadership
! Relevant Experience and Case Studies
! Competitive information:
! Content and experiences that highlight advantages (without naming names … of course)
! Industry analysis:
! Thought Leadership from people with industry experience, across many clients and facets.
! Benchmarking data:
! Informative metrics and executive-level data

13. Experience Lab 2017 | 11.08 – 11.10 2017
Setting Up for Account-Based Marketing
Understand what is important to your clients and prospects.
Surveys

14. Experience Lab 2017 | 11.08 – 11.10 2017
Setting Up for Account-Based Marketing
Understand what is important to your clients and prospects.
Surveys Conversations

15. Experience Lab 2017 | 11.08 – 11.10 2017
Setting Up for Account-Based Marketing
Understand what is important to your clients and prospects.
Surveys Conversations Secondary
Research

16. Experience Lab 2017 | 11.08 – 11.10 2017
Setting Up for Account-Based Marketing
Understand what is important to your clients and prospects.
Surveys Conversations Secondary
Research
Social
Listening

17. Experience Lab 2017 | 11.08 – 11.10 2017
Setting Up for Account-Based Marketing
Understand what is important for your clients or prospects.
Select accounts to target.
Assemble your internal stakeholders and gather intelligence on
content.
Determine approach for identifying.
Build content and experiences.

18. Experience Lab 2017 | 11.08 – 11.10 2017
Setting Up for Account-Based Marketing
Select accounts to target.
Each B2B organization uses accounts in multiple ways:
! Business Development – Finding new business
! Sales & Contract Engagement – Negotiations, defining goals & objectives, team
setup and introductions
! Engagement Tracking & Billing – Current active projects
! Relationship Management – Maintaining relationships
! Client Development – Build on current offerings or engagements

19. Experience Lab 2017 | 11.08 – 11.10 2017
Setting Up for Account-Based Marketing
Select accounts to target.
Targeting different types of accounts has different
technological challenges. Current clients have more
information in your marketing systems than what you
will see for prospective clients.
Current Client
Well
known
Mostly
unknown
Prospect

20. Experience Lab 2017 | 11.08 – 11.10 2017
Setting Up for Account-Based Marketing
Understand what is important for your clients or prospects.
Select accounts to target.
Assemble your internal stakeholders and gather intelligence on
content.
Determine approach for identifying.
Build content and experiences.

21. Experience Lab 2017 | 11.08 – 11.10 2017
Setting Up for Account-Based Marketing
Assemble your internal stakeholders and gather intelligence on content.
Building a successful and streamlined team:
! Client or prospect relationship lead for providing guidance and personal messaging
! Content provider for creating or editing meaningful content in order to frame for the
target
! Website management for understanding technical
50%
faster.
Streamlined, driven
teams can deliver

22. Experience Lab 2017 | 11.08 – 11.10 2017
Setting Up for Account-Based Marketing
Understand what is important for your clients or prospects.
Select accounts to target.
Assemble your internal stakeholders and gather intelligence on
content.
Determine approach for identifying.
Build content and experiences.

23. Experience Lab 2017 | 11.08 – 11.10 2017
Setting Up for Account-Based Marketing
Determine approach for identifying.
There is no way to 100%,
absolutely,
unquestionably,
with the utmost certainty,
know the identity of a website visitor.

24. Experience Lab 2017 | 11.08 – 11.10 2017
There is no way to 100% know the identity of a website visitor.
Rule #2

25. Experience Lab 2017 | 11.08 – 11.10 2017
Setting Up for Account-Based Marketing
Determine approach for identifying.
Anonymous

26. Experience Lab 2017 | 11.08 – 11.10 2017
Setting Up for Account-Based Marketing
Determine approach for identifying.
Anonymous Known

27. Experience Lab 2017 | 11.08 – 11.10 2017
Setting Up for Account-Based Marketing
Determine approach for identifying.
Anonymous Known
“The continuum of identity accuracy”

28. Experience Lab 2017 | 11.08 – 11.10 2017
Setting Up for Account-Based Marketing
Determine approach for identifying.
“The continuum of identity accuracy”
Anonymous Known
Typical
Website
Visitor

29. Experience Lab 2017 | 11.08 – 11.10 2017
Setting Up for Account-Based Marketing
Determine approach for identifying.
“The continuum of identity accuracy”
Face
to Face
Anonymous Known
Typical
Website
Visitor

30. Experience Lab 2017 | 11.08 – 11.10 2017
Typical
Website
Visitor
Setting Up for Account-Based Marketing
Determine approach for identifying.
“The continuum of identity accuracy”
Geo IP Face
to Face
Anonymous Known

31. Experience Lab 2017 | 11.08 – 11.10 2017
Geo IP
Typical
Website
Visitor
Setting Up for Account-Based Marketing
Determine approach for identifying.
“The continuum of identity accuracy”
Face
to Face
Anonymous Known
40%
of the time.
Organizations can be
determined by their IP
Address only

32. Experience Lab 2017 | 11.08 – 11.10 2017
Geo IP
Typical
Website
Visitor
Setting Up for Account-Based Marketing
Determine approach for identifying.
“The continuum of identity accuracy”
Firmographic
Data
Face
to Face
Anonymous Known

33. Experience Lab 2017 | 11.08 – 11.10 2017
Geo IP
Typical
Website
Visitor
Setting Up for Account-Based Marketing
Determine approach for identifying.
“The continuum of identity accuracy”
Firmographic
Data
Face
to Face
Anonymous Known
”Firm-o-whatzit?”

34. Experience Lab 2017 | 11.08 – 11.10 2017
Identity Using Firmographic Information
Firmographic information is analogous to demographic information, but
for organizations. This data is utilized for research, identifying and
segmentation of business. Companies that specialize in firmographic
information build their tools around:
! Custom IP database information
! Aggregated company data sets
! Organization graphs
! Ad impressions and networks
! Proprietary special sauce

35. Experience Lab 2017 | 11.08 – 11.10 2017
Geo IP
Typical
Website
Visitor
Setting Up for Account-Based Marketing
Determine approach for identifying.
“The continuum of identity accuracy”
Firmographic
Data
Face
to Face
Anonymous Known

36. Experience Lab 2017 | 11.08 – 11.10 2017
Geo IP
Typical
Website
Visitor
Setting Up for Account-Based Marketing
Determine approach for identifying.
“The continuum of identity accuracy”
Firmographic
Data
Form
Fill
Face
to Face
Anonymous Known

37. Experience Lab 2017 | 11.08 – 11.10 2017
Geo IP
Typical
Website
Visitor
Setting Up for Account-Based Marketing
Determine approach for identifying.
“The continuum of identity accuracy”
Firmographic
Data
Form
Fill
Face
to Face
Anonymous Known
Experience Lab 2017
Setting Up for Account-Based Marketing
approach for identifying.
“The continuum of identity accuracy”
Firmographic
Data
Form
Fill

38. Experience Lab 2017 | 11.08 – 11.10 2017
Geo IP
Typical
Website
Visitor
Setting Up for Account-Based Marketing
Determine approach for identifying.
“The continuum of identity accuracy”
Firmographic
Data
Form
Fill
Face
to Face
Anonymous Known
Experience Lab 2017
Setting Up for Account-Based Marketing
approach for identifying.
“The continuum of identity accuracy”
Firmographic
Data
Form
Fill

39. Experience Lab 2017 | 11.08 – 11.10 2017
Geo IP
Typical
Website
Visitor
Setting Up for Account-Based Marketing
Determine approach for identifying.
“The continuum of identity accuracy”
Firmographic
Data
Form
Fill
Face
to Face
Anonymous Known

40. Experience Lab 2017 | 11.08 – 11.10 2017
Geo IP
Typical
Website
Visitor
Setting Up for Account-Based Marketing
Determine approach for identifying.
“The continuum of identity accuracy”
Firmographic
Data
Form
Fill + Email
Face
to Face
Anonymous Known

41. Experience Lab 2017 | 11.08 – 11.10 2017
Geo IP
Typical
Website
Visitor
Setting Up for Account-Based Marketing
Determine approach for identifying.
“The continuum of identity accuracy”
Firmographic
Data
Form
Fill + Email
MA
Integration
Face
to Face
Anonymous Known

42. Experience Lab 2017 | 11.08 – 11.10 2017
Geo IP
Typical
Website
Visitor
Setting Up for Account-Based Marketing
Determine approach for identifying.
“The continuum of identity accuracy”
Firmographic
Data
Form
Fill + Email
MA
Integration
Face
to Face
Anonymous Known

43. Experience Lab 2017 | 11.08 – 11.10 2017Experience Lab 2017

44. Experience Lab 2017 | 11.08 – 11.10 2017Experience Lab 2017
https://e.wellsgroup.com/ct/15093/s-1537-1708/Bct/q-084c/l-dyn-contact-02b7:4c2cc/ct1_2/1?sid=TV2%3AhdICCFogi

45. Experience Lab 2017 | 11.08 – 11.10 2017
https://e.wellsgroup.com/ct/15093/s-1537-1708/Bct/q-084c/l-dyn-contact-02b7:4c2cc/ct1_2/1?sid=TV2%3AhdICCFogihttps:// 02b7:4c2cc/ct1_2/1?sid=TV2%3AhdICCFogi
Experience Lab 2017 | 11.08 – 11.10 2017Experience Lab 2017
https:// 02b7:4c2cc/ct1_2/1?sid=TV2%3AhdICCFogihttps://e.wellsgroup.com/ct/15093/s-1537-1708/Bct/q-084c/l-dyn-contact-02b7:4c2cc/ct1_2/1?sid=TV2%3AhdICCFogi

46. Experience Lab 2017 | 11.08 – 11.10 2017
https://e.wellsgroup.com/ct/15093/s-1537-1708/Bct/q-084c/l-dyn-contact-02b7:4c2cc/ct1_2/1?sid=TV2%3AhdICCFogihttps:// 02b7:4c2cc/ct1_2/1?sid=TV2%3AhdICCFogi
| 11.08 – 11.10 2017
https:// 02b7:4c2cc/ct1_2/1?sid=TV2%3AhdICCFogi02b7:4c2cc/ct1_2/1?sid=TV2%3AhdICCFogihttps://e.wellsgroup.com
Experience Lab 2017Experience Lab 2017
e.wellsgroup.com/ct/15093/s-1537-1708/Bct/q-084c/l-dyn-contact-02b7:4c2cc/ct1_2/1?sid=TV2%3AhdICCFogi

47. Experience Lab 2017 | 11.08 – 11.10 2017
Geo IP
Typical
Website
Visitor
Setting Up for Account-Based Marketing
Determine approach for identifying.
“The continuum of identity accuracy”
Firmographic
Data
Form
Fill + Email
MA
Integration
Face
to Face
Anonymous Known

48. Experience Lab 2017 | 11.08 – 11.10 2017
Anonymous users does not mean anonymous companies.
Rule #3

49. Experience Lab 2017 | 11.08 – 11.10 2017
Setting Up for Account-Based Marketing
Understand what is important for your clients or prospects.
Select accounts to target.
Assemble your internal stakeholders and gather intelligence on
content.
Determine approach for identifying.
Build content and experiences.

50. Experience Lab 2017 | 11.08 – 11.10 2017
Setting Up for Account-Based Marketing
Build content and experiences.
The client experience should be genuine:
! On message
! On brand
! Unobtrusive
! Not creepy
! Not overtly selling

51. Experience Lab 2017 | 11.08 – 11.10 2017
Setting Up for Account-Based Marketing
Build content and experiences.
The experience for marketers should be intuitive and cognizant of business constraints:
! Your team does not have infinite resources.
! Managing the whole experience should be thoughtfully designed.
! Personalization is only effective if editors can understand and manage the rules and
signals.

52. Experience Lab 2017 | 11.08 – 11.10 2017
– Kalev Peekna
Personalization is only automated from the user’s perspective.
Rule #4

53. Experience Lab 2017 | 11.08 – 11.10 2017
The Typical Website Experience
Experience Lab 2017 | 11.08 – 11.10 2017
The Typical Website Experience

54. Experience Lab 2017 | 11.08 – 11.10 2017
The Typical Website Experience
! Shouting from the mountain
top – a blast of information.
Experience Lab 2017 | 11.08 – 11.10 2017
The Typical Website Experience

55. Experience Lab 2017 | 11.08 – 11.10 2017
The Typical Website Experience
Experience Lab 2017 | 11.08 – 11.10 2017
The Typical Website Experience
Big Feature
Branding Message
! Shouting from the mountain
top – a blast of information.
! There is a lot of “let me tell
you about myself” messaging.

56. Experience Lab 2017 | 11.08 – 11.10 2017
The Typical Website Experience
! The content is made for
everyone.
(e.g. it is meant for no one)
Experience Lab 2017 | 11.08 – 11.10 2017
The Typical Website Experience
! There is a lot of “let me tell
you about myself” messaging.
! Shouting from the mountain
top – a blast of information.

57. Experience Lab 2017 | 11.08 – 11.10 2017
The Typical Website Experience
! But the brand work is great.
Experience Lab 2017 | 11.08 – 11.10 2017
The Typical Website Experience
Latest Highlights
Please Subscribe
…even if you have already
! There is a lot of “let me tell
you about myself” messaging.
! Shouting from the mountain
top – a blast of information
! The content is made for
everyone.
(e.g. it is meant for no one)

58. Experience Lab 2017 | 11.08 – 11.10 2017
Account-Aware Targeting
Experience Lab 2017 | 11.08 – 11.10 2017
Aware Targeting

59. Experience Lab 2017 | 11.08 – 11.10 2017
Account-Aware Targeting
Experience Lab 2017 | 11.08 – 11.10 2017
Aware Targeting
! Relevant content for the
client’s industry.

60. Experience Lab 2017 | 11.08 – 11.10 2017
Account-Aware Targeting
Experience Lab 2017 | 11.08 – 11.10 2017
Aware Targeting
! Explicitly chosen messaging
for the client.
! Relevant content for the
client’s industry.

61. Experience Lab 2017 | 11.08 – 11.10 2017
Account-Aware Targeting
Experience Lab 2017 | 11.08 – 11.10 2017
Aware Targeting
! Calls to actions that lead
users to qualifying activities.
! Explicitly chosen messaging
for the client.
! Relevant content for the
client’s industry.

62. Experience Lab 2017 | 11.08 – 11.10 2017
Account-Focused Targeting
Experience Lab 2017 | 11.08 – 11.10 2017
Targeting

63. Experience Lab 2017 | 11.08 – 11.10 2017
Account-Focused Targeting
Experience Lab 2017 | 11.08 – 11.10 2017
Targeting
! Personalized messaging from
engagement leads.

64. Experience Lab 2017 | 11.08 – 11.10 2017
Account-Focused Targeting
Experience Lab 2017 | 11.08 – 11.10 2017
Targeting
! Personalized messaging from
engagement leads.
! Direct access to team.

65. Experience Lab 2017 | 11.08 – 11.10 2017
Account-Focused Targeting
Experience Lab 2017 | 11.08 – 11.10 2017
Targeting
! Personalized messaging from
engagement leads.
! Direct access to team.
! Tailored content for the
current engagement
! Thought leadership
! Topical information
! Valuable infographic data

66. Experience Lab 2017 | 11.08 – 11.10 2017
Account-Promotion Targeting
Experience Lab 2017 | 11.08 – 11.10 2017
Targeting

67. Experience Lab 2017 | 11.08 – 11.10 2017
Account-Promotion Targeting
Experience Lab 2017 | 11.08 – 11.10 2017
Targeting
Promotion of account-focused
content throughout the website.

68. Experience Lab 2017 | 11.08 – 11.10 2017
Account-Promotion Targeting
Experience Lab 2017 | 11.08 – 11.10 2017
Targeting
Promotion of account-focused
content throughout the website.
! Interstitials

69. Experience Lab 2017 | 11.08 – 11.10 2017
Account-Promotion Targeting
Experience Lab 2017 | 11.08 – 11.10 2017
Targeting
Promotion of account-focused
content throughout the website.
! Interstitials
! Related and “Continue
Reading” selections
throughout the website.

70. Experience Lab 2017 | 11.08 – 11.10 2017
Account-Promotion Targeting
Experience Lab 2017 | 11.08 – 11.10 2017
Targeting
Promotion of account-focused
content throughout the website.
! Interstitials
! Related and “Continue
Reading” selections
throughout the website.
! “Best-bet” search results

71. Experience Lab 2017 | 11.08 – 11.10 2017
Account-Promotion Targeting
Experience Lab 2017 | 11.08 – 11.10 2017
Targeting
Promotion of account-focused
content throughout the website.
! Interstitials
! Related and “Continue
Reading” selections
throughout the website.
! “Best-bet” search results
! Highlights and cross-sells

72. Experience Lab 2017 | 11.08 – 11.10 2017
Setting Up for Account-Based Marketing
Understand what is important for your clients or prospects.
Select accounts to target.
Assemble your internal stakeholders and gather intelligence on
content.
Determine approach for identifying.
Build content and experiences.

73. Experience Lab 2017 | 11.08 – 11.10 2017
This is a cycle.
Rule #5

74. Experience Lab 2017 | 11.08 – 11.10 2017
This is a cycle. Start Small.
Rule #5

75. Experience Lab 2017 | 11.08 – 11.10 2017
This is a cycle. Start Small. Iterate.
Rule #5

76. Experience Lab 2017 | 11.08 – 11.10 2017
This is a cycle. Start Small. Iterate. Adapt.
Rule #5

77. Experience Lab 2017 | 11.08 – 11.10 2017
This is a cycle. Start Small. Iterate. Adapt. Learn.
Rule #5

78. Experience Lab 2017 | 11.08 – 11.10 2017
D
Thank You!

79. Experience Lab 2017 | 11.08 – 11.10 2017
BY DESIGN
Building an Account-Based
Marketing Technology Strategy